Egypt's Ministry of Tourism launched its "We miss you" message earlier this month, using social media to promote a glossy video that portrays the nation as a luxury destination for big spenders.

Instead of focusing on the country's famed antiquities, the video features dancers, shopping malls and ritzy hotels.

Campaign's crucial timing

"I expect this campaign to bear fruit by the beginning of August," Elzayat says.

The timing and the tone of the "miss you" message is crucial.

With Egypt's traditional visitors from North America and Europe not expected to return in their previous numbers for years to come, the country is instead turning to wealthy Arabs from Persian Gulf nations.

Up to 70% of Egypt's tourists have traditionally come from Europe, with the Gulf making up another 20%.

The greatest numbers in recent times have come from Russia, followed by Germany, the UK, Italy and France.

The hope is that shortfalls in traditional visitors can be made up by encouraging Arabs, particularly from Kuwait, Saudi Arabia, the United Arab Emirates and Bahrain, to consider Cairo as a travel destination for this year's Eid holiday.

The end to the traditional Muslim fasting month of Ramadan is due to fall on July 28.

Empty beaches: Tourist numbers have plummeted since 2011.

"Arabs are definitely high spenders," says Elzayat. "They shop. They gamble. They drink. They do everything."

In contrast, he says, visitors from Russia and the UK, in particular, tend to go on low-cost tours.

"You don't have big spenders coming from Russia," he says. "Some of the Arabs, they are spending hundreds of thousands of dollars in three days."

Gambling and drinking

Gulf Arabs are known for their love of Egyptian nightclubs and casinos, engaging in activities -- gambling and consuming alcohol -- that are forbidden in their home countries.

Night is the preferred time for these tourists.

Big money is dropped at casinos, in particular, the Omar Khayyam at the five-star Marriott Hotel on central Cairo's upscale Zamalek island.

During a recent midday visit to the casino, before the "We miss you" campaign has had a chance to do its work, five middle-aged Kuwaiti men could be seen at the roulette wheel.

In a matter of less than half an hour, thousands of dollars were laid out in plastic chips, and lost.

It's money that's desperately needed.

Since the January 2011 revolution that removed President Hosni Mubarak, Egypt's tourism industry has suffered deep losses, estimated at more than $2.5 billion on the back of a 32% drop in visitor numbers.

The tourism federation says those that do visit the country are making shorter trips, leading to a 43% drop in hotel occupancy.

"But the big disaster is the decrease in the average spending," Elzayat says, pointing out that the average outlays were higher even two decades ago when the Iraqi invasion of Kuwait and subsequent Gulf War was hurting business.

"It's down to $60 [a day] for all tourists. If you compare this figure to 1992, it was $135."

The tourism ministry says its "We miss you" campaign -- or "Wahash toonah" in Arabic -- aims to portray Egypt as a destination unruffled by upheavals, including the resurgence of violence that followed the 2013 ouster and arrest of former leader Mohamed Morsy.

Mourners gather at a funeral after deadly clashes in Cairo.

"Life has never been interrupted in any of the cities," says ministry spokeswoman Rasha Azaizi. "Egypt is still a safe destination, if you know where you are going and what you are doing."

Despite the ministry's assurances of safety, calm has not entirely returned to Cairo, home to some 20 million people.

Travel warnings

The U.S. Department of State continues to warn travelers that ongoing political and social unrest in major cities has increased the risk of violence, including gun and explosive attacks.

It warns that women have been targeted in sexual assaults.

In one incident on May 19, three policemen were killed and nine others injured when unknown gunmen opened fire near a university.

The attack took place when security forces confronted students loyal to Morsy's Muslim Brotherhood who were protesting against the military-led government in charge since the former leader's arrest.

A government spokesman, Ehab Badawy, characterized the latest incident as an attempt to disrupt Egypt's democratic process.

He pledged that a crackdown that has seen 16,000 people arrested would "create a peaceful and stable and prosperous future."